Every advisor will have a slightly different approach to building their book of business—and that's not just okay, it's encouraged. You can personalize your approach, brand yourself authentically, and shift your strategy as your business grows. But there are common sales techniques that are foundational for growing your business and converting leads into confirmed trips.
You don't need to be pushy or salesy to close trips effectively. These eight travel sales strategies below will help you guide clients to a decision with confidence and care.
1. Establish strong client relationships
Building trust is everything in travel sales, and this is where it pays to be a good listener. Get to know your clients' preferences, interests, and travel history so you can personalize recommendations.
Fora’s platform, Portal, stores client data like birthdays, anniversaries, and loyalty program numbers, plus it has a notes section so you can keep store your comments and meeting notes.
Working with someone who already knows a client’s style and preferences is part of your value as a travel advisor for returning clients.
2. Address travel concerns proactively
Clients often have concerns about safety, itinerary changes, or budget constraints. Address these proactively and provide solutions to put them at ease. Make sure to understand the destination’s entry requirements, seasonal weather, and safety concerns before your intake call so you can answer any questions.
If you've worked with a client before, check your Notes section to see what they've been concerned about historically so you can be prepared.
3. Customize client itineraries
Clients appreciate an itinerary that notes their specific requests. Make sure to add personal touches to an itinerary, even if you used the same basic itinerary before. For example, if your client is gluten-free, add some specific gluten-free restaurants.
Emphasize the unique experiences, activities, and destinations that directly reflect their requests. Also, make sure to call out any perks or exclusive access they can only get by booking through you.
Fora’s Itineraries feature can be used for proposals and itineraries, with hotel information pulled in automatically, saving advisors considerable time.
4. Create urgency and scarcity
Encourage clients to make decisions by mentioning limited availability for specific travel dates or promotions that expire soon. Giving a sense of urgency for popular activities or high season bookings will spare clients disappointment if the item you quoted becomes unavailable.
Explaining these constraints help clarify why it’s important to book early: properties have a limited number of rooms in specific categories, partners can sell out at any time (especially during high season), and prices fluctuate without warning during the quoting phase.
Advisors should always note that pricing is current but subject to change until confirmed. For hotel bookings, Fora’s Bookable Quote feature is invaluable. Advisors can send a quote with up to 15 hotel rates for clients to see live pricing, even if rates change after the quote is created. Clients can see the original quoted rate, along with the current rate.
5. Showcase your value
Demonstrate your expertise for the destinations you recommend—it inspires confidence and excitement in the clients. If needed, do Fora’s destination training before you talk to your clients or reach out to the advisor community with specific questions.
Provide added value by highlighting exclusive perks and amenities like room upgrades, complimentary activities, or special access through Fora's preferred partnerships. Another benefit of using a Fora Advisor is Price Drop, the feature that automatically monitors refundable hotel rates and notifies advisors when there is a rate decrease. These benefits tie clients to booking through your services.
6. Use effective closing questions and techniques
Always outline next steps clearly, confidently guiding the process so it doesn’t stall. Whether you’re on a call, sending an email, or communicating via text, make sure to give a call to action for the client.
When you need more information
Client intake form: Add this to a new lead response so you can gather as much information as possible before the call, as well as have the potential client sign your terms and conditions.
Service fees: Send a link to the invoice for service fees right from Fora’s Portal.
Payments: Make sure to add a link to Fora’s secure credit card vault
Passports: Add a link to a form where clients can upload their passport photo and information.
When you want to encourage booking
“Are you ready to proceed with booking your hotel and transfers?” or “Should I go ahead and reserve those tickets for you?”
“Do you prefer the standard room or the upgraded deluxe option?”
These questions assume the client is ready to move forward and simply need to confirm the details.
7. Share client testimonials and reviews
Showcase feedback and testimonials from previous clients who have had memorable travel experiences thanks to your recommendations.
Fora makes this straightforward with our travel reviews feature. Once travel is complete, advisors can request reviews right from Fora’s platform.
Use submitted reviews on your social platforms (make sure not to use the client’s full name), in newsletters, or other marketing material, like your website.
8. Consistently follow up with clients
For clients who need more time to make a decision, maintain regular and friendly follow-ups. Set a calendar reminder to reach out so the lead doesn’t go cold. Life gets busy, and often clients appreciate a gentle nudge to prioritize their trip.
Sometimes time and space can encourage clients to decide without feeling pressured. Balance that with keeping them informed about any updates, new offers, or available options.
